MKT 571 Week 2 Quiz - 69365

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1. Which group is experiencing the fastest population growth today?

o   African Americans

o   Asian Americans

o   Caucasian Americans

o   Hispanic Americans


2. What is the second stage of the consumer buying process?

o   Purchase decision

o   Buyer satisfaction

o   Information search

o   Evaluation of alternatives


3. When purchasing, in which state does the consumer set a minimum acceptable cutoff level for each attribute and then makes a buying decision?

o   Lexicographic heuristic

o   Elimination-by-aspects heuristic

o   Indirect heuristic

o   Conjunctive heuristic


4. Which other dimension is the VALS classification system based on besides consumer motivation?

o   Consumer support

o   Consumer beliefs

o   Consumer retention

o   Consumer resources


5. Which of the following is a tool a company uses to position its brands attributes in the minds of those in the organization?

o   Brand positioning bull’s eye

o   Competitive analysis

o   Brand perceptual analysis

o   Industry analysis


6. In behavioral segmentation, a product or service is grouped by which other dimension besides knowledge of, attitude toward, and use of?

o   Dimension to

o   Relationship to

o   Value to

o   Response to


7. Which of the following is known in marketing as attributes of a product or service that may not be unique to the product or service?

o   Points-of-difference

o   Brand reference

o   Points-of-reference

o   Points-of-parity


8. When searching for a supplier, which of the following provides the broadest reach of possible suppliers in today’s competitive market environment?

o   Standard & Poor’s

o   Business associates

o   Trade directories

o   Internet


9. Which market is known as the invisible market segment?

o   Caucasian American

o   African American

o   Hispanic American

o   Asian American


10. How many primary groups does VALS classify U.S. adults into based on personality traits and key demographics?

o   Nine

o   Two

o   Seven

o   Eight


11. Which of the following would consumers associate closely with a brand?

o   Customer focuses

o   Brand attitudes

o   Points of reference

o   Points-of-difference


12. Which term describes the diverse needs of many ethnic market segments?

o   Multidiversity marketing

o   Multicultural marketing

o   Multifaceted marketing

o   Mass marketing


13. What other dimension helps market segments be measurable, substantial, accessible, and differentiable?

o   Reasonable

o   Obtainable

o   Functional

o   Actionable


14. Which other factor does an organization’s marketing strategy focus on: segmentation, targeting, and

o   perceptual mapping

o   positive marketing

o   positioning

o   possession


15. Which of the following marketing strategies does not concentrate on recognizing differences in customers’ needs in the organization? 

o   Direct

o   Concentrated

o   Niche

o   Undifferentiated




16. Which of the following is known as the process of creating a segment storyboard to test the attractiveness of each segment?

o   Segment acid test

o   Marketing-mix strategy

o   Needs-based segmentation

o   Segment attractiveness


17. Which other criteria helps make up the three criteria for a successful brand mantra: inspire, simplify, and

o   create

o   infuse

o   inflate

o   communicate


18. Which of the following is used to determine a competitive frame of reference for brands to compete against other brands due to their closeness as substitutes?

o   Market membership

o   Product membership

o   Category membership

o   Industry membership


19. Which of the following tools do marketers use to visually illustrate how consumers view products or services on multivariables?

o   Brand extensions

o   Point-of-difference

o   Brand cannibalizations

o   Perceptual mapping


20. Which of the following do marketers use to give consumers a special reason for them to purchase a product or service?

o   Value proposition

o   Consumer response

o   Value-added product

o   Product demand


21. Which of the following do brand mantras attempt to define?

o   Similarity to other brands

o   Points of difference to other brands

o   Brand equity

o   Brand identity



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MKT 571

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